Course No.: 504 PRINCIPLES OF
MARKETING(PMTG IX)
FOR B.COM GENERAL AND MARKETING, INT.
BUSINESS, E-COMMERCE, AND HRM)
Marks: 80 Hours: 40
Objective:
The objective in this course is to help students to understand the concept of
marketing and its applications.
Course
Contents
UNIT-I:
Introduction: Nature and scope of marketing; Importance of marketing; Marketing
concepts- traditional and modern; Marketing mix; marketing environment. 20: 10 hrs
UNIT-II:
Consumer behavior and market segmentation, meaning and significance of consumer
behaviors ;Market segmentation- meaning and importance ; Bases for market
segmentation. 20: 10 hrs
UNIT-III:
Product: Concept of product; Product planning and development; Packaging-role
and functions; Brand name and trade mark; after sales service. Price:
Importance of price in the marketing mix; factors affecting price of
product/service. 20:
10 hrs
UNIT-IV:
Promotion: Meaning, needs and importance of promotion; Methods of promotion.
Distributions Channels and Physical Distribution channels; Factors affecting
choice of a distribution channel. 20: 10 hrs
Text
and Reference Books:
1.Philip
Kotler: Marketing Management, Prentice Hall, New Delhi.
2.Sontakki
C.N: Marketing Management, Kalyani Publishers, New Delhi.
3.Evans:
Marketing Management, Cengage Learning India Pvt. Ltd., Delhi
4.Sharlekar:
Marketing Management, Himalaya publishing, New Delhi.
5.Dabur:
Marketing Management, S. Chand, New Delhi.
6.Cotler:
A Framework for Marketing Management, Pearson, New Delhi.
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